In an attempt to drive home just how much time they spend creating their new T camera, German manufacturer Leica has created “The Most Boring Ad Ever Made?” featuring 45 minutes of an employee hand polishing a camera. The video highlights the camera’s finishing process in real-time, as a narrator attempts to dissuade uninterested parties from watching any further.

Of course, there are faster and less costly ways to make a camera, but is there a better way? A more fulfilling way? Hardly. Here everything is essential. Nothing is extraneous. And if that sounds boring, stop watching now.